Previous empirical studies attempting to predict sports spectator attendance have centered primarily on aggregate data, and as such have overlooked more consumerspecific effects on patronage. Using a field study approach at professional baseball games, the interactive effects of team identification, social influence (reference group and community acceptance), and perceived ticket value are found to influence spectators' intentions to attend future games. Implications are drawn concerning the effects of owner and player work stoppages on future patronage of games.
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